ScottsMiracle-Gro Selects Performance Art as Digital Innovation Agency

By Kyle O'Brien 

It may be winter, but lawn and garden season is just around the corner. The season will get a boost from Performance Art, Interpublic Group’s data-driven creative agency, which has been named digital agency for lawn and garden leader ScottsMiracle-Gro.

The agency will support a variety of brands across the company’s lawn and garden portfolio including Scotts, Miracle-Gro, Ortho and Bonnie. The agency’s remit includes delivering brand content, paid and organic social, loyalty and CRM, as well as supporting the brands’ digital commerce, web and app experiences, all to help create cohesive end-to-end brand experiences.

“Consumers across America are reimagining their outdoor spaces like never before, and the number of people growing their own food is at an all-time high,” said Nick Bayne, group brand creative director at ScottsMiracle-Gro in a statement. “We need to continue to fuel that passion and providing inspiration across our digital properties is integral to that effort.”

Performance Art will help the company and consumers gear up for the important spring and summer seasons.

“ScottsMiracle-Gro has been supporting the green thumb community for decades, and we’re excited to sow the seeds for its next chapter,” said Andrea Cook, CEO of Performance Art in a statement. “We’re eager to spark people’s curiosity, knowledge, and passion about celebrating all-things green and growing.”

In 2021, Scotts Miracle-Gro consolidated its creative and media under one umbrella with VaynerMedia. The move resulted in the brand’s first Super Bowl campaign. Since then, the business has returned to IPG’s Mediahub, which was named media AOR for Scotts Miracle-Gro in October 2022.